In May 2025, a deal was officially struck between the WNBA, Fenty Beauty and Fenty Skin, blending the world of sports and high-end cosmetics in historic fashion.
The Rihanna Effect: Why Fenty’s Leap into the WNBA is a Marketing Masterstroke originally appeared on The Sporting News. Add The Sporting News as a Preferred Source by clicking here.
This story first appeared on Decked Out Magazine.
In May 2025, a deal was officially struck between the WNBA, Fenty Beauty and Fenty Skin, blending the world of sports and high-end cosmetics in historic fashion. That announcement, of course, was the news of Rihanna’s beauty brands becoming partners with the New York Liberty, making it the brand’s first-ever official partnership with a professional sports team. Per Vogue Business, the deal includes the Fenty Beauty logo being displayed on the team’s official pre-game warm-up jackets and shooting shirts, while also incorporating in-arena activations paired with exclusive products. “There is no energy and spirit like New York City’s. And the women of the New York Liberty exemplify such beauty, power and strength, so to have Fenty Beauty and Fenty Skin become a part of their journey this season is incredible,” Rihanna said at the time of the announcement, adding, “We’re excited to partner with them to get their game faces on.”
The partnership isn’t just a logo on a wall; it’s a fully integrated experience designed to engage both the players and the “Sea of Liberty” fans at Barclays Center. That leads us to the key elements.
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The Details
On-Court Branding: As I just mentioned, the Fenty Beauty and Fenty Skin logos are now primarily featured on the Liberty’s official pre-game warmup jackets and shooting shirts.
The “Gloss Bomb Cam”: There’s also the gloss bomb cam, which has quickly become a fan-favorite in-arena activation where the jumbotron highlights fans’ beauty looks and “glow-ups” during breaks in the action.
Exclusive Products: Fenty also released a Liberty-branded Gloss bomb, which was available exclusively at the team store in Barclays Center.
Mascot Moments: And, of course, Ellie the Elephant, who rocked the season with social content that showcased her “game day essentials” from the Fenty Skin and Hair lines.
Why This Partnership Matters
Marketing and core values of this partnership, something that is important to both brands. “New York is where we launched Fenty Beauty. We, and Rihanna, have deep roots and love for this city, so the NY Liberty was a natural first WNBA partner for us,” Heather Fisher, CMO of Fenty Beauty, told Vogue Business at the time of the announcement. “Everything we do with Fenty Beauty and Fenty Skin not only upholds Rihanna’s mission of ‘Beauty for All,’ but reflects her personal connections and inspirations. They’re reigning champs and a powerhouse team and the NY Liberty’s incredible display of female beauty, power and strength is a perfect match for us.”
Read the rest here.
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Category: General Sports
